Wedding tourism is steadily growing. It is estimated that in 2024, over 15,100 weddings of foreign couples were celebrated in Italy, marking an 11.4% increase compared to 2023. This sector holds great potential, and Torino, along with its surrounding territory, is developing it in collaboration with Visit Piemonte. As part of promotional projects, from March 18 to 19, five Italian wedding planners were hosted for an experiential fam trip to discover the destination.
The initiative, organized in collaboration with Visit Piemonte and Italy for Weddings, a division of Convention Bureau Italia, was also an opportunity for networking and exchange with other regional tourism boards (ATL), each presenting its own wedding offering to the wedding planners.
During the two-day trip, the group of wedding planners had the opportunity to experience the hospitality of the Turin Palace Hotel and Principi di Piemonte – UNA Esperienze, two prestigious 4- and 5-star hotels in the city center. They immersed themselves in history at Castello Cavour di Santena, admired the splendor of Villa Cimena, the grandeur of Reggia di Venaria, and the uniqueness of Casa Martini, where they took part in experiential activities such as the Cocktail Experience and Vermouth Class—learning the recipes, techniques for mixing the most famous cocktails, and the secrets of vermouth.